Friday, September 17, 2010

WHAT KIND OF WINE BUYER ARE YOU?


Wine Stats

In a 2008 study of wine consumers, Constellation Wines broke out the wine-buying public into six separate groups.  Do you fit into one of these segments?

It’s worth noting - and rather sad - that the largest of these groups of wine consumers feel overwhelmed in the wine aisle.  The second largest group views wine as a status symbol.  Do you see a market segment from this study in which you fit?  Are you surprised by any of the findings?  Please feel free to leave a comment on the blog if you’d like to share your opinions on how people buy wine.
ENTHUSIASTS (12 percent of consumers)
• Entertain at home with friends and consider themselves knowledgeable about wine
• Live in cosmopolitan centers, affluent suburban spreads or comfortable country settings
• Like to browse the wine section, publications and are Influenced by wine ratings & reviews
• 47% of Enthusiasts buy wine in 1.5L size – “everyday wine” to supplement their “weekend wine”
• 98% of Enthusiasts buy wine over $6 and it accounts for 56% of what they buy on a volume basis
IMAGE SEEKERS (20 percent of consumers)
• View wine as a status symbol
• Have a basic knowledge of wine and discovering wines is new to them
• Likes to be the first to try a new wine, and are open to innovative packaging
• The number one most purchased varietal Merlot
• Use the Internet as key information source including checking restaurant wine lists before they dine out
SAVVY SHOPPERS (15 percent of consumers)
• Enjoy shopping for wine and discovering new varietals on their own
• Have a few favorite wines to supplement new discoveries
• Shop in a variety of stores each week to find best deals and like specials and discounts
• Heavy coupon users and know what’s on sale before they walk into a store
• When dining out they typically buy a glass of the house because of the value
TRADITIONALIST (16 percent of consumers)
• Enjoy wines from established wineries
• Think wine makes an occasion more formal and prefer entertaining friends and family at home to going out
• Like to be offered a wide variety of well-known national brands
• Won’t often try new wine brands
• Shop at retail locations that make it easy to find favorite brands
SATISFIED SIPPERS (14 percent of consumers)
• Don’t know much about wine, just know what they like to drink
• Usually buy the same brand, usually domestic and consider wine an everyday beverage
• Don’t enjoy the wine-buying experience so buy 1.5L bottles to have more wine on hand
• Second-biggest category of warehouse shoppers, buying 16 percent of wine in club stores
• Don’t dine out often but likely to order the house wine when they do
OVERWHELMED (23 percent of consumers)
• Overwhelmed by sheer volume of choices on store shelves
• Like to drink wine but don’t know what kind to buy and may select by label
• Looking for wine information in retail settings that’s easy to understand
• Very open to advice but frustrated when there is no one in the wine section to help
• If information is confusing they won’t buy anything at all
This information comes from Constellation Wines’ Project Genome - Home and Habits.